Defining Ad Blindness and Ad Fatigue
Facebook ads are delivered more frequently now across what are becoming smaller target audience segments. As a result, when your ads go unchanged, your Facebook audience begins ignoring your ads and at a very rapid rate. They become “blind” to the constant barrage of a static visual input. This ad blindness is further compounded by Facebook’s preference to deliver ads that are expected to perform well from a click-through-rate (CTR) perspective. As your ads’ CTR drop due to ad blindness, Facebook lets them participate in fewer auctions, and as a result, your overall impression volume drops. This is what’s known as ad fatigue.
To combat ad blindness and ad fatigue, Facebook advertisers need to generate engaging ads, monitor click metrics and continuously test and rotate new ads. Leverage these three best practices as you optimize your Facebook ads and, with the right tools in place, they’ll go a long way towards making Facebook ads deliver profitable returns for your business.
1. Generate Engaging Ads
With all the social content on Facebook today and because a single ad can be served to the same user multiple times a day, it doesn’t take very long for ad blindness to set in. Your ads need to stand out and quickly engage your audience’s attention. Unique value propositions, differentiations and calls to action are all important to your ad copy. However, it’s the images you select that can be the difference between the onset of ad blindness and a click-through.
The most successful Facebook ads utilize engaging and colorful images. Adding a red, yellow or orange border to your images creates contrast against Facebook’s blue and white interface, and is an effective way to draw attention to your ads. Keep in mind that many successful Facebook ads aren’t the most aesthetically pleasing; rather they do a great job of grabbing attention and engaging your audience. These images can range from happy people and easily identifiable logos to plain text overlaid on a colorful gradient background.
2. Continuously Test and Rotate
With all the images available at your disposal, continuously testing a variety of ads to the same audience can help you hone in on the most impactful image for a particular message and audience segment. Keep in mind that even a “perfect” Facebook ad is vulnerable to ad blindness and ad fatigue. When optimizing, the goal shouldn’t be to find the best performing ad; rather it should be to find the type of ad that performs the best. This is only possible if you’re always testing, rotating and measuring the performance of new ads.
3. Monitor Click Metrics
In order to proactively combat ad blindness and ad fatigue rotate ads on a regular basis, but also focus on decreases in impressions, clicks and CTR. These three metrics can expose ads that might begin to suffer from ad blindness (decreases in clicks or CTR) or are already suffering from ad fatigue (decreases in impressions).
Set up automated reports and alerts across all of your active Facebook ads to warn you of large decreases in impressions, clicks or CTR. For example, if an ad experiences a 30% decrease in impressions per day after three days of going live, it’s time to rotate in a new ad. If impressions have remained consistent over the last three days, but CTR has dropped 15% each day, consider generating a new ad. Enterprise-class solutions, like Marin Software, can dynamically rotate images, headlines and body text when impressions, clicks and CTR drop below custom thresholds.